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Click the image above to learn more about Smashville Rewards!
Dear Faithful Readers,
Rewarding fan loyalty is essential to increasing season ticket retention. Teams are trying to figure out new and exciting ways to keep fans engaged and dedicated. However, it can be difficult to figure out a way to monitor fan loyalty and at the same time run an incentives program that makes it worthwhile for the fans to continue to show their support. The Nashville Predators have addressed these issues by launching a unique rewards program with the help of E Group. Continue reading to see how the Predators have season ticket holders staying loyal.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. - The time has finally come and the National Sports Forum is only a few days away. We’re very excited to be heading to Orlando for what is going to be the biggest and best Forum in our 18 year history. Check back with us for the next “Selling It…” to learn about all the events that will take place at this years Forum. To see all of the sessions and speakers that will be featured at the upcoming Forum, visit: www.sports-forum.com
PROGRAM TITLE
Nashville Predators: Smashville Rewards Program
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OBJECTIVES
Teams are always looking for ways to monitor fan engagement and reward fans for their loyalty. Most teams offer a grid of prizes to their fans in exchange for their loyalty, but this tactic can be undesirable for fans that are rooted into a pre-set benefits program, lacking the option to choose what they want to be rewarded with. This lack of flexibility in a rewards program can cause a team to lose interest from otherwise loyal fans. The Nashville Predators recognized this problem and saw it as an opportunity to create a more incentives-based system that would truly reward fans by giving them the opportunity to redeem rewards points in many different ways. The Predators teamed up with E GROUP, an incentive marketing, loyalty and promotions agency, to create a unique and nimble rewards program for Predators season ticket holders to enjoy.
PROGRAM DESCRIPTION
The Nashville Predators have officially launched Smashville Rewards this season as a way to drive behavior from season ticket holders and reward them for their loyalty. Season ticket holders can log in to smashvillerewards.com and use the points they have earned to redeem unique, once-in-a-lifetime rewards. When these fans perform certain actions, such as attending a game, they’re rewarded points which are automatically credited to their Smashville account. The fans can then log on to their account, see how many points they have and get rewards instantly.
At the end of last season, the Predators rolled out the Smashville Rewards campaign to aid season ticket renewal efforts. Fans could earn points a variety of ways. First, fans gained points by simply renewing their season tickets. Points were rewarded based on which plan a fan chose. If they renewed for the next full season, they were rewarded at a higher level than if they only purchased a half-season package or quarter-season package. Second, fans were given points for turning in the renewal packet on time. Lastly, if fans used their team sponsored credit card, they received points. Now that the season has begun following the recent resolution of the NHL Lockout, season ticket holders are rewarded every time their tickets are scanned for home games. Not only does this reward fans for their attendance, but it provides an incentive for them to attend every game.
The rewards offered through the Smashville Rewards program are unique and allow fans to choose how they use their reward points. Some of the smaller-scale rewards include merchandise, concession items, and ticket upgrades for particular home games. The bigger prizes include autographed memorabilia and exclusive all-access, experiential options such as the chance to meet Predators players in person. One such promotion enabled Smashville members to use the rewards points they had accumulated in the off-season to redeem a package that included the opportunity to walk down the red carpet during the home-opener this season. Another unique promotion saw Smashville members using their rewards points to travel to Ohio for a Cincinnati Reds game.
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Nat Harden, Vice President of Ticket Sales and Service for the Nashville Predators, stated, “The Smashville Rewards program allows our organization to be unique when offering fans loyalty rewards. We allow fans to choose what they want to do with their rewards points rather than give them limited options. Fans do not have to worry about logging their rewards points because it is automatically done for them. All they have to do is log in and see what prizes they wish to obtain with their points. I believe this is what really separates Smashville from other loyalty programs in the industry.”
A Smashville member uses her rewards points to walk in to the stadium with Predators players during opening night!
MEDIA
The Smashville Rewards program is only offered to season ticket holders, so it is promoted directly to them. The Predators introduced the program in their renewal brochure at the end of last season. In addition, fans receive weekly e-mails which include new Smashville Rewards that have been made available to them. Along with e-mails, the Predators reach out to season ticket holders via telephone to provide them with updates. Now that the season has started, the Predators promote Smashville in-game on the jumbotron at Bridgestone Arena, as well as during their live television broadcasts.
PARTNER
The Nashville Predators teamed up with Minneapolis-based E Group to create the Smashville Rewards program. Nat Harden noted, “It’s been a really good relationship. They have delivered on everything they’ve promised and have worked with us to find new ways to make the program better. With any new product there is going to be bumps in the road, but with this specific project the bumps have been minimal and that is definitely a pleasant surprise.”
RESULTS
The fan response to Smashville has been tremendous. Before the season even began, 60% of season ticket holders had logged in to begin to redeem their Smashville points. Now that games are being played, those numbers are growing everyday. The Predators also have noticed several season ticket holders returning to the site daily to check out the rewards offered by Smashville. Nat Harden has talked with many fans directly about the program, and the reaction has been nothing but positive. They love Smashville and want to use it over and over again.
LOOKING AHEAD
The Nashville Predators will continue to look for ways to improve Smashville moving forward. One idea in the works is live, in-game auctions. In the future, fans will be able to use their points to bid for exclusive in-game prizes. Also, the Predators are vying to use Smashville as a way to drive customer traffic for sponsors by rewarding points to fans who engage in business with their sponsors. Harden adds, “I believe that in the next ten years, most teams will replicate this platform because it is such a big upgrade from what is currently available.” All signs point to Smashville being the future of fan loyalty programs.
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